Approaching INFINITI: The Artisanal Odyssey Behind ‘The Makers’ Docu-Series
INFINITI's four-year documentary series, 'The Makers', showcases the craftsmanship of Japanese artisans in traditional crafts like pottery and papermaking, emphasising the brand's connection to Japanese heritage and design.
With 22 episodes spanning four seasons, the series highlights the fusion of traditional techniques with modern innovation, aiming to deepen the audience's perception of INFINITI's commitment to craftsmanship and design excellence.
Speaking to LBB, Antoine Malin, the global marketing manager at INFINITI, and Erick Rosa, chief creative officer of Publicis Groupe Japan, discuss the campaign’s inception and challenges.
LBB> What was the initial inspiration behind creating "The Makers" series, and how did you decide to focus on Japanese artisans and their crafts?
Antoine> I initially started this project as a small, nimble, agile test pilot video in Kyoto, Japan.
We then upscaled “The Makers” series from a test pilot video to a comprehensive, ongoing pillar of INFINITI’s brand marketing strategy. INFINITI’s “Makers” series is a one-of-a-kind content series that showcases our connection to art, bringing value and breadth to the brand. The series explores Modern Japanese Luxury, illustrating the story of the INFINITI brand and its roots. The first two seasons follow Japanese craftsmen and architects in Japan.
The International Chapter (season three) tells the story of global makers exporting Japanese-inspired craft to the world. Shown through the lens of the Makers, this series illustrates the narrative that INFINITI is building Japanese inspiration into our products and exporting them to the world.
LBB> How did you select the artisans and crafts featured in the series? Were there any specific criteria or stories you were particularly looking for?
Erick> The name itself is a great guiding principle: The Makers. Artisans and their craft. What stories and protagonists will do justice to the overall theme of the series? Japan is so rich with these stories and characters, the well is so deep – that it is really a matter of finding the perfect balance of the artisans, their history, the setting and how they are seamlessly weaved into the brand's DNA. What is really nice now is to look back on the past four years and see how successful the casting has been. Having just the right mix of characters has helped us craft this beautiful odyssey perfectly connected with INFINITI, its values and design principles.
LBB> What were some of the biggest challenges you faced during "The Makers" production, especially given the extensive travel and cultural differences?
Erick> This is a great question to spotlight the director Eric Miccotto. Eric and his team are the ones behind each shot. In reality, Eric and his crew are 'Makers' and craftsmen and craftswomen themselves. If you have a chance to look at the case study, you can see how agile the team was behind the scenes. That came from extensive prep work, research respect and understanding of each local nuance to capture the right shots to create unique episodes that delivered the singular essence of each craft. Be it in the narrow streets of Kyoto or in Canada, the team seamlessly adapted thanks to massive prep work and support behind the scenes from both INFINITI, Publicis Q offices around the world, and as already mentioned, the stellar work from Eric Miccotto and his team.
LBB> What has been the reception of the series so far, both in Japan and internationally?
Antoine> Recently, the series was recognised with industry awards including Campaign Brief Award 2022 (digital category) and Campaign Brief Award 2023 (social media category). The series collectively provides a cultural content platform driving social and cultural impact for the brand while simultaneously cementing INFINITI’s position in the art and design space.
Season one created ROI through the Earned Media Value of three times of the production investment – a compelling rationale for producing further seasons. So far, we’ve produced four seasons and 22 episodes in total. It has a reach of over eight million users globally on social and digital channels, mostly organically. “The Makers” has received exposure at multiple touch points beyond social media – extended to the web, PR amplification and a dedicated “Makers” booth at the New York Auto Show.
LBB> How has the series evolved over its four seasons? Were there any significant changes in the approach or focus from the first season to the fourth?
Erick> Japanese craft is layered, rooted in tradition but always evolving. It is safe to say that the series follows that trajectory.
With each episode and subsequent season, The Makers added and peeled away layers that would only be possible in a canvas of this magnitude. It's interesting to watch an episode from the current season and then go back to the very first and see how they can exist on their own, but together, all the episodes create this mosaic that displays Japanese craft with a light that wouldn't be possible otherwise.
LBB> On a personal note, what has been the most memorable or rewarding aspect of working on the "The Makers" series for you and your team?
Antoine> ‘The Makers’ series has been my passion project since day one. It has been incredibly rewarding to take it from early-stage ideation to a multi-year initiative with a global footprint. I am grateful to the INFINITI management team for empowering me with this marketing project and to all the INFINITI regions for embracing it enthusiastically.
